Made-in-India but are they made-for India

Apple’s September events are always about drama and theatrics. The curtains rise in Cupertino, its headquarters, a new product lights up the stage, and millions of potential customers across the world take notice. But there are differences this time with the iPhone 17 series, at least vis-à-vis India. When these new phones are available on the Indian shelves on September 19, the narrative will be about the hardware. It will also be about the price, tariff, strategy, and whether Apple can coax consumers to opt for the next upgrade cycle when competition in the premium smartphone segment is intense.

Apple’s global pricing strategy has invariably sparked a debate in India, where import duties and the Goods and Services Tax (GST) add a hefty premium over the US prices. The iPhone 17 Pro starts at Rs 1,34,900, and goes up to Rs 1,74,900 for the 1TB model. The iPhone 17 Pro Max starts at Rs 1,49,900, topping out at Rs 2,29,900 for the new 2TB option. Compare that to the US prices: The Pro starts at $1,099 (less than Rs 1,00,000), Pro Max at $1,199, and the delta is significant. Apple has tried to soften the price blow by increasing the base storage to 256 GB. Still, a large part of the Indian market may view this series as aspirational, rather than attainable.

Earlier, the price gap between the US and India was attributed to duties. Now, Apple screams that most of the manufacturing of the Pro models has shifted to India. So, there should not be a cost-gap when the production is local. The fact remains that though local assembly reduces costs, they remain on the higher side. Most high-end components are still imported, and these attract 20 per cent customs duty. Add 18 per cent GST, along with the company’s premium positioning, and the final retail price in India goes for a six.

For Apple, the move to assemble (any model, not just the Pros) in India is more about building long-term resilience, and reducing dependence on China, rather than delivering price relief to the Indian buyers. Hence, the sticker price-shock remains, even if the phones carry a “Made in India” tag.

This year, the company has launched four models, iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air. The last is its slimmest model yet. The Air is pitched squarely at buyers who want something new, good-looking, and easy to carry, and is being claimed as a “design marvel.” For the younger premium buyers, this may be the hook that makes the Air stand out as a lifestyle accessory.

Apple introduced a redesigned triple-camera plateau for the 17 Pro and Pro Max, and the responses are divisive. Popular X user, @willnotclap, known for irreverent takes on pop culture and tech, dubbed it the “ugliest iPhone ever.” Tech YouTuber, Brandon Butch, was blunt, “RIP to this iPhone camera design after today’s #AppleEvent.” Even the new color palette drew criticism, with users calling the shades “boring” and “uninspired.” The feedback hints that the 17 Pro series may not resonate with its audience.

A critical question for Apple in India is not just how many units it sells, but when users upgrade. Market research suggests that Indian buyers hold on to their models for a longer period than their American counterparts. According to Counterpoint Research, the average replacement cycle in India is close to four years, compared to just over two years in the mature markets.

The 17 series arrives when Apple is betting on a combination of design, durability, and AI-enhanced experiences to shorten the cycle. Features like ProMotion, brighter displays, and new Fusion Cameras may tempt users, who are currently sitting on iPhone 12 and 13. However, with the high prices of the new models, Apple will need to lean heavily on financing schemes, trade-in programmes, and partnerships with banks to drive upward conversions. This is despite the fact that easy EMI offers, exchange bonuses of up to Rs 67,000 on older models, and tie-ups with HDFC, Kotak Bank and ICICI are part of the India playbook.

Another major hampering factor for Apple is that it is no longer competing with itself. The Samsung Galaxy S25 series, launched at the beginning of this year, raised the bar with AI-driven photography, foldable innovation, and a strong offline presence. The Korean giant continues to dominate the premium Android segment, and its aggressive trade-in deals made devices like the Galaxy S25 Ultra attainable at sub-Rs 1 lakh effective prices.

Google’s Pixel 10 series pushes for computational photography and a cleaner software experience. OnePlus’ flagships, which undercut Apple on price, offer comparable performance. Vivo’s has driven into the premium segment with its X series and foldables. It is now a crowded marketplace, and an intense

battlefield.

The iPhone 17 lineup, therefore, is about retaining market share in a segment where Apple has made gains in the past. In Q2-25, Apple held close to 25 per cent of the premium smartphone market in India, second to Samsung. Maintaining that trajectory will require not just aspirational branding, but clear value perception against rivals that are innovating faster in foldables and offering aggressive pricing.

Just days before the 17 series launch, Apple inaugurated two new flagship stores in Pune and Bengaluru, expanding its premium retail footprint to four locations. The timing was deliberate. These stores are a part of a larger push to anchor Apple’s ecosystem. By offering hands-on experiences, curated sessions, and direct service, it hopes to create a high-touch engagement in a market where buyers prefer offline discoveries, before making purchases.

Apple has steadily deepened its services play in India, positioning the iPhone not as a standalone device but a gateway to a lifestyle bundle. This “stickiness” is crucial, especially as Samsung, Vivo, OPPO and OnePlus resort to pricing strategies. Apple’s bet is that once customers step into its ecosystem, whether through hardware, software or services, they are less likely to switch.

The 17 series is Apple’s most ambitious lineup yet, but in India, ambition always collides with price. Import tariffs, long upgrade cycles, and fierce competition will test its strategy. The company is betting on design refreshes, brighter and smoother displays, and more efficient processors to convince buyers to upgrade.

Whether the bet pays off will depend not just on the phones, but on how Apple manages pricing, financing, and local assembly in the months ahead. For Indian buyers, the decision is simple, yet complex: Do they stretch their budgets for the latest iPhone, or do they wait another year for the competitors to close the gap?

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